An effort by the Global Grape Group (GGG), which brings together the industries of Chile, Peru, and Mexico, the “Have a Grape Day” advertising campaign debuted two years ago in the United States to promote the fruit's consumption.
At the Global Grape Convention 2026, held in Santiago, Chile, on August 12, Ro2 Media Executive Director Rodrigo Vallejo broke down the strategy's results and analyzed its effects on North American consumers.
The GGG has been working with an American ad agency to associate the fruit’s consumption with everyday moments of well-being, energy, and enjoyment. Vallejo said the team behind the campaign is considering increasing the initial investment to gain greater public visibility, emphasizing the fruit’s presence at retail, and even in entertainment and sports.
“The idea is simple: a grape can improve your day,” he said.
The campaign, focused on young adults seeking a healthy lifestyle, has been deployed primarily on digital platforms, with the help of influencers and major retail brands like Walmart and Albertsons. Assets have also been featured on the accounts of services like Instacart, the digital platform for grocery delivery in the United States.
While advertising in the US market required a considerable investment, Vallejo pointed out that campaign results are not immediate, and the strategy requires working simultaneously in the short, medium, and long term.
However, efforts have been fruitful even after only two years. According to the data presented by the executive, the category has reached around 155 million consumers, with 30 percent visibility among respondents.
In this context, the marketing specialist maintained that the category still has ample room to grow and that the main challenge in the coming years will be to increase promotion.
Furthering the campaign is key to reaping results, Vallejo said, and a strong presence in retail is key. However, this requires greater commitment from the industry and a budget consistent with the category's new ambitions.
“2027 is the year of opportunities,” the executive stated.
In the coming year, the campaign will seek to associate grape consumption with specific moments and convert the fruit, for example, into a convenient snack for movie nights.
Vallejo goes even further, saying that in February the campaign could appropriate romantic movies, just in time for Valentine's Day. Additionally, the campaign will position the fruit as a sports snack, especially in the context of tennis.
“The commitment is to grow,” Vallejo finally said, emphasizing that the industry's sustainability and expansion require maintaining promotional efforts and progressively increasing the scale of brand activations.
The Global Grape Convention 2026, organized by Yentzen Group, Frutas de Chile, Provid, and Mexico Table Grapes, brought together 900 people and over 50 sponsoring companies.
*Don't miss all the details of the Global Grape Convention 2026 on our social media and at FreshFruitPortal.com.*
*Para cobertura en español, siga a Portalfruticola.com*
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